When you’re designing a website for your business, you know that your potential clients make rational decisions. If almost all of them don’t like the way your website conveys its message, it’s not an “it’s not you, it’s me” or a “something just wasn’t there” situation -- you’re doing something wrong!

It’s time to figure out what to do next if your online media is failing to resonate with your customers. Chances are, you’re making one of three extremely common mistakes. Luckily, these mishaps can be simple to fix as long as you’re willing to commit to thinking from your client’s point of view.

You’re Being Fluffy

When my daughter was in fifth grade, she had a teacher who would cross out flowery, superfluous sections of students’ essays and simply write “fluff” next to them. Although this teacher’s method may have been harsh, it points out a valid problem that seems to be shared between her elementary school class and some members of the business community. When we create content that demonstrates showiness over substance, we’re publishing something that doesn’t actually create value for anyone.

Several types of “fluffy” strategies exist, but one of the most prevalent ones that I see is when companies value quantity over quality in their content marketing. They feel such a compulsive need to publish new material all the time that their videos or articles start to become either poorly produced or so superficial that they aren’t worth customers’ time. Another problem is publishing web content that grabs the audience’s attention without following through -- it starts with a cute or shocking image, but doesn’t connect that memorable image to what the business actually does. Viewers are understandably left scratching their heads.

When you imagine your own business’s role in your customers’ lives, you most likely view it as the protagonist -- the hero in its own story. You follow the daily operations of your company, particularly any special new features that make you feel proud. Suddenly, there’s a customer, desperate for your company’s help! Of course, you’re automatically the best person for the job. You swoop in and save the day. All is well. Gal Gadot is there. The customer is happy, but most importantly, you look good.

Is this the type of narrative that your website follows when describing what your business does? If so, you have some serious editing to do.

You may be writing your website’s content, but your client is reading it, and guess what -- they want to be the hero of their own story! So you need to completely mold the narrative of your business around your client. They were getting along just fine, but they’ve come across a problem and now they require some help. They took the initiative to go looking for a solution, and they’re dedicated enough to find the best way to fix their unique issues. They’re searching for someone to be on their side.

That’s the story around which you should be building your website. The right client, if your website is persuasive, will reach the conclusion that your business is well-suited to hear out their problem and work with them to find an answer.

You’re Always The Answer

Nobody’s perfect for everyone. Just like there’s nobody in the world that every single person will like, no matter how attractive or charming they are, there’s no business that’s right for every customer. If you can accept that reality, don’t use your website to pretend the opposite is the case. It comes off as incredibly disingenuous.

Some companies’ websites appear to be personalized on the surface by allowing potential clients to click through options and fill out information about themselves, but then drag those clients to the same conclusion no matter what they enter -- this company or product or solution is a perfect fit for their needs. That’s not going to cut it. When crafting your website, you need to clearly delineate the kind of client who will be best helped by your services, and also the kind of client who doesn’t fit the bill. By disarming that you are not just trying to sell to anyone with a pulse, you engage those wwhy are the right fit, and repel those who are not.

Doing this provides your company with a great deal of credibility. It proves your honesty; instead of lying and being desperate to make a sale, you’re candidly communicating to save your customers’ time. It also puts you on more equal footing with your clients by allowing you both to have a level of autonomy and choice. Finding a fit together is a mutual decision. What if your date spent the entire dinner trying to convince you why you need them?

It’s Your Turn

Now you have an idea of which common website mistakes might be turning potential clients off to your business. You’re ready to advertise yourself efficiently and effectively online.

Have you ever noticed a company’s website that exhibited one of these qualities? What other online tactics do you find appealing or unappealing?

I am an author, strategic advisor and internationally sought keynote speaker on integrity-based sales and business development. As a services and technology CEO for two decades, I draw on years of success and research on how customers make decisions. I deliver an approach t...